Summary : Google + burst into our lives with a lot of noise. This omnipotent killer application is supposed to revolutionize our tools and usage and, incidentally, give its competitors the kiss of death. But what’s really happening ? Behind a sober and exemplary user interface, a tool with an impressive interface even if it’s still in its early days. But there’s still a lot to be done before it becomes adult. The power of circles won’t be enough to hide the lack of a true community side, the absence of an API makes it hard to integrate in an already busy social context. As for guessing whether it can become an enterprise or not…the road is both long and unclear. In the end, Google + as it is today comes one year too late and it needs many lacks to be fixed before being seen as the tool of the future, despite an impressive potential. Google + may be a future rockstar…if its manager makes the right decision.
I’m very late at writing this post but it’s hard to judge a new tool in a couple a day, most of all when it’s a beta that may be quickly improved. Most of all, in the first days we all look to new applications either with lovers eyes or with rejection. So waiting a little to calm down is necessary.
I will start with a warning. Social as it is, any tool depends on each user’s context and needs. In other words, I’ll refer to my own experience and context and I’m not pretending that what is true for me will be true for anyone.
1°) Fluidity, soberness, efficiency
At first sight, Google + makes a very good first impression. We’ll discuss the possible future of the tool in the enterprise in another post but one things is sure : many major vendors should have a look at Google +’ interface. Sober design easy to access and understand functionalities, using Google + is a smoot and pleasant experience. Obviously, they have learnt a lot from Google Wave.
2°) The concept ? Nothing new !
To explain Google plus in a few words, I’d say that it’s halfway between a blog and a microblogging tool, that any entry is shared either publicly or with a group of people (gathered into “circles” or with only one person. Much more powerful that many tools Google plus competes with. But…
A couple of years ago, at the prehistoric age of social software, someone told me about a kind of personal notepad where each entry could be shared with on person, one or several communities. Unity for the author, granularity for the audience. It happened in the last days of 2005…was working well and is still working. It has a name : blueKiwi (many tools have adopted the same logic until then). Sincerely I could not refrain from laughing the first time I tried Google Plus, telling to myself : “Ah…with all their money and resources, 20% of employees’ time dedicated to innovation…it took them 6 years to reinvent blueKiwi and others…Congrats guys!”.
Ok. What makes the difference is circles.
3°) Circles are not communities and Google + is not social
Generally, social tools allow to address people or groups of people (often called communities). Groups or communities mean that any member is able to speak and start a discussion and not only answer to what someone else has said…which is the case for circles in Google Plus. For example, I can share something with a circle named “enterprise 2.0″ and the people in this circle will be able to answer and join the discussion. But if anyone wants to share something with the same circle, he should put it in the current thread of clone my circle…what is not possible as I write (except manually….good luck).
Considering the “people/user-centric” logic of the tool, that seems more the consequence of the logic than a lack or a mistake. But I’m not sure it will cover all the usages people are used to.
So, Google + looks more like tool designed for mass or targeted broadcasting than a social tool in the usual meaning of the word, with a community dimension. Receivers are quite passive and should stay in the place and role the senders decide.
I’d like to take a few minutes to share with you my takes about the last
You can find the "original" french version of this blog here

